Advertising has always been part of the cultural zeitgeist. But today, brands must always be aware of social issues. This is due to the breakneck speed at which social media and online platforms move. The cost of ignorance can be swift and severe. Negative brand adjacency doesn’t just damage a brand’s reputation. It can have a direct impact on its bottom line as well. Read More.
In today’s social climate, brands must constantly be aware of social issues. The cost of ignorance can be substantial. Negative brand adjacency can not only damage a brand’s reputation, it can have a direct impact on its bottom line as well.
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TV commercials are getting shorter and shorter, mimicking their digital counterparts, but how good are they at capturing viewers’ attention? ARF research comparing the effectiveness of more than 3,000 short-form TV advertisements found that what drives visual attention to :06s differs from the drivers for :15s and :30s.
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As the consumer journey becomes increasingly complex, many marketers are turning to artificial intelligence to decipher it. But how does it actually help them be more effective at understanding and reaching consumers at different stages? A trio of academics explained how AI is transforming advertising.
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Marketers lack consistent measures for gauging the effectiveness of branded content. To address the problem, a team of researchers believes that the value of branded content is best assessed by combining “traditional marketing metrics while also capturing the value of its uniquely engaging context.”
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